SingTel plays Cupid in dash for youth dollar

<p>Subscribers, who are over 18, of its youth brand, pod, can have their gender, age, interests and nicknames listed under the service and find their match through their mobile phones. </p><p>Users of WAP and GPRS phones have the additional option of accessing a list of MyCupid users in the vicinity to arrange for a date. </p><p>Since its launch last month, more than 1,200 registered and active users have made about 90,000 requests or exchanges. </p><p>"The response has exceeded the initial performance of other markets where it was launched," said Andrew Buay, SingTel's vice- president, consumer marketing. </p><p>A print campaign developed by Leo Burnett Singapore ran in youth and leisure focused publications - The New Paper, Today, 8 Days and Lime. </p><p>An email campaign developed by Galileo was distributed to an estimated 73,000 people through the databases of Catcha.com and retail chain 77th Street. </p><p>"Most of our usage and take-up has corresponded with our direct SMS and web-based marketing efforts that is very targetted and relevant to internet and data-savvy customers," said Buay. </p><p>MyCupid is one of several data services launched after SingTel rebranded its data services as Ideas. In December, SingTel launched a Mobile Chatroom for subscribers and a mobile ICQ is also on the drawing board. </p><p>Nancy Nai, Burnett's account director, said: "The idea is to enhance the play environment and lifestyle of youth, and resonate youth's lifestyle and their interests." </p>